E-Business

Preface
Part 1: Introduction
Chapter 1 The Second Wave of Global E-Business
Electronic Commerce: The Second Wave
Electronic Commerce and Electronic Business
Categories of Electronic Commerce
The Development and Growth of Electronic Commerce
The Dot-Corn Boom, Bust, and Rebirth
The Second Wave of Electronic Commerce
Business Models, Revenue Models, and Business Processes
Focus on Specific Business Processes
Role of Merchandising
Product/Process Suitability to Electronic Commerce
Advantages and Disadvantages of Electronic Commerce
Advantages of Electronic Commerce
Disadvantages of Electronic Commerce
Economic Forces and Electronic Commerce
Transaction Costs
Markets and Hierarchies
Using Electronic Commerce to Reduce Transaction Costs
Network Economic Structures
Network Effects
Using Electronic Commerce to Create Network Effects
Identifying Electronic Commerce Opportunities
Strategic Business Unit Value Chains
Industry Value Chains
SWOT Analysis: Evaluating Business Unit Opportunities
International Nature of Electronic Commerce
Trust Issues on the Web
Language Issues
Cultural Issues
Culture and Government
Infrastructure Issues
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 2 E-Business Technology Basics
The Internet and the World Wide Web
Origins of the Internet
New Uses for the Internet
Commercial Use of the Internet
Growth of the Internet
Emergence of the World Wide Web
Packet-Switched Networks
Routing Packets
Internet Protocols
TCP/IP
IP Addressing
Domain Names
Web Page Request and Delivery Protocols
Electronic Mail Protocols
Unsolicited Commercial E-Mail (UCE, Spam)
Markup Languages and the Web
Markup Languages
Hypertext Markup Language
Extensible Markup Language (XML)
HTML and XML Editors
Intranets and Extranets
Public and Private Networks
Virtual Private Network (VPN)
Internet Connection Options
Connectivity Overview
Voice-Grade Telephone Connections
Broadband Connections
Leased-Line Connections
Wireless Connections
Internet2 and the Semantic Web
Summary
Key Terms
Review Questions
Exercises
Cases

Part 2: Business Strategies for Electronic Commerce
Chapter 3 E-Business Revenue Models
Revenue Models
Web Catalog Revenue Models
Digital Content Subscription Revenue Models
Advertising-Supported Revenue Models
Advertising-Subscription Mixed Revenue Models
Fee-for-Transaction Revenue Models
Fee-for-Service Revenue Models
Free for Many, Fee for a Few
Revenue Models in Transition
Subscription to Advertising-Supported Model
Advertising-Supported to Advertising-Subscription Mixed
Advertising-Supported to Fee-for-Services Model
Advertising-Supported to Subscription Model
Multiple Transitions
Revenue Strategy Issues
Channel Conflict and Cannibalization
Strategic Alliances
Creating an Effective Web Presence
Identifying Web Presence Goals
Web Site Usability
How the Web Is Different
Meeting the Needs of Web Site Visitors
Trust and Loyalty
Rating Electronic Commerce Web Sites
Usability Testing
Customer-Centric Web Site Design
Connecting with Customers
The Nature of Communication on the Web
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 4 Selling to Consumers Online
Web Marketing Strategies
Product-Based Marketing Strategies
Customer-Based Marketing Strategies
Communicating with Different Market Segments
Trust, Complexity, and Media Choice
Market Segmentation
Market Segmentation on the Web
Offering Customers a Choice on the Web
Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Segmentation Using Customer Behavior
Customer Relationship Intensity and Life-Cycle Segmentation
Acquisition, Conversion, and Retention of Customers
Customer Acquisition, Conversion, and Retention: The Funnel Model
Advertising on the Web
Banner Ads
Text Ads
Other Web Ad Formats
Site Sponsorships
Online Advertising Cost and Effectiveness
Effectiveness of Online Advertising
E-Mail Marketing
Permission Marketing
Combining Content and Advertising
Outsourcing E-Mail Processing
Technology-Enabled Customer Relationship Management
CRM as a Source of Value in the Marketspaee
Creating and Maintaining Brands on the Web
Elements of Branding
Emotional Branding vs. Rational Branding
Brand Leveraging Strategies
Brand Consolidation Strategies
Costs of Branding
Affiliate Marketing Strategies
Viral Marketing Strategies
Search Engine Positioning and Domain Names
Search Engines and Web Directories
Paid Search Engine Inclusion and Placement
Web Site Naming Issues
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 5Selling to Businesses Online
Purchasing, Logistics, and Support Activities
Purchasing Activities
Direct vs. Indirect Materials Purchasing
Logistics Activities
Support Activities
E-Government
Network Model of Economic Organization in Purchasing
Electronic Data Interchange
Early Business Information Interchange Efforts
Emergence of Broader EDI Standards
How EDI Works
Value-Added Networks
EDI Payments
EDI on the Internet
Supply Chain Management Using Internet Technologies
Value Creation in the Supply Chain
Increasing Supply Chain Efficiencies
Using Materials-Tracking Technologies with EDI and Electronic Commerce
Creating an Ultimate Consumer Orientation in the Supply Chain
Building and Maintaining Trust in the Supply Chain
Electronic Marketplaces and Portals
Independent Industry Marketplaces
Private Stores and Customer Portals
Private Company Marketplaces
Industry Consortia-Sponsored Marketplaces
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 6Virtual Communities
From Virtual Communities to Social Networks
Virtual Communities

Part 3: Technologies for Electronic Commerce
Part 4 Integration